This course is designed to help learners sell their products, goods and services to Chinese consumers. To achieve this goal, the course will use evidence-based research in psychology, economics, legal studies and marketing to help learners understand the historical, economic and legal contexts of doing business in China and the behavioral characteristics of Chinese consumers. The course will cover topics in Chinese and global marketing, Chinese consumers, institutional and cultural influence on consumer motivation and behaviors in Chinese markets, and brand management in China.

Reviews

SR

I like how it has a localised approach and does not depend to much on conceptual things.

MA

Apr 14, 2018

Filled StarFilled StarFilled StarFilled StarFilled Star

Excellent course to learn about Chinese consumers and China market

From the lesson

The Chinese Consumption Market

China is a big consumption market. It is a distinctive consumption market because of its unique contextual and cultural factors. Why do Chinese consumers spend big money on luxury brands? What roles do historical, contextual and cultural factors play in influencing Chinese consumption habits? The current module seeks to answer these questions.

Taught By

Prof. Letty Kwan

Assistant Professor

Transcript

In the opening segment, you have learned some consumer trends in the current Chinese market. You have seen how the increase in population, coupled with an increase in wealth inequality, and low social and job mobility have created the context for the importance of being an elite in China. You have learned the cross-cultural differences in understanding and importance of being an elite. Specifically, Americans view elitism as an achieved status, while Mainland Chinese view elitism as a means to achieve multiple valued goals. My colleague Professor Chiu has explained to you how to use our findings to understand the consumption behavior of the Mainland Chinese. In the second segment, you have learned how the popularity of the conjoint agency belief in China can facilitate them to choose to buy something that they don’t necessarily like the most. You have also learned the cultural differences between Asian and American consumers in the way they make choices, and how perception of social norms is important when we try to predict the choices of Chinese consumers. Professor Savani has also told us what we need to do when we market our products in China. To wrap up, let’s move on to the “Dialogue with Practitioner" segment. In this segment, you will see how these concepts inform marketing practices in China.

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